Research according to the Cambridge Dictionary is a “detailed study of a subject, especially in order to discover (new) information or reach a (new) understanding.”
For business-to-business sales and marketing, there are two types of research a “traditional approach” and a “data-driven approach”. In this article, I am going to explore why traditional research is important for your targeted B2B Marketing program.
Our definition of ‘research’ for the B2B world would look like: “detailed study of a target account and industry, especially in order to discover key priorities, challenges and key people, and gain deeper understanding to eventually win business.”
Research is of paramount significance particularly at the early stages of any business-to-business marketing program. This is because research helps clarify the attributes of the companies you are marketing and selling into.
Research is of paramount significance particularly at the early stages of any business-to-business marketing program. This is because research helps clarify the attributes of the companies you are marketing and selling to.
There are 3 reasons why traditional research is of significance for your B2B Marketing efforts:
Traditional research helps organisations achieve higher personalisation levels
Traditional research is of monolithic importance in terms of delivering personalisation to accounts, and with organizations facing difficulty in delivering personalization, traditional research can be the answer to solving problems that companies face to achieve higher personalisation levels.
Organisations’ requirement of deep account and industry knowledge fulfilled through traditional research
Traditional research, especially about each of the high priority target accounts can help in the attainment of a high level of personalisation across all accounts. Account and industry knowledge equips sales and marketing teams with specific knowledge about the industry and accounts that they need to know.
Traditional research aligns Sales and Marketing together
Sales and Marketing alignment is brought about by traditional research. Traditional research clarifies the attributes of companies that Sales and Marketing teams are focusing on selling into. The integration of Sales and Marketing is also brought about by traditional research, if both teams are looking at the same information then there is unity brought about in terms of level of data and insight.
Conclusion
Traditional research can assist companies in solving their personalisation, knowledge and alignment problems
Traditional research can assist companies in solving their personalisation, knowledge and alignment problems, which enhances the importance of traditional research for targeted marketing programs. Hence, traditional research enables organisations to be more personal, knowledgeable about their accounts and assist in the alignment of Sales and Marketing teams.